BY: Elaine Appleton Grant
One day last March, Liz Murphy sat watching Oprah, listening to every word her guest, actress Meg Ryan, said. Murphy, who runs a search engine marketing firm called Red- Boots Consulting LLC in McLean, Va., was making rapid-fire, critical decisions, and she was spending thousands of …
BY: anne marie Sylvester
Many advertising agencies plan diversity campaigns by focusing on what makes that ethnic or racial group different from the mainstream.
Jo Muse thinks that’s short-sighted. The president of Hollywood, Calif.-based Muse Communications, says to effectively market to diverse …
BY: ANDREA LEARNED
OK guys, isn’t marketing to women just a good marketing practice in general? Of course. So why do so many companies, and even entire industries, miss the boat?
Perhaps executives aren’t really committed to the women’s market opportunity? Perhaps the whole “women’s …
BY: LILLIAN LORENZZI
Consider this: With the U.S. Census Bureau reporting a U.S. Hispanic population totaling more than 40 million and New York-based Conference Board forecasting purchasing power among the under-45 age group alone growing from $295 billion to $397 billion …
BY: LESLIE WERSTEIN HANN
There really is no single Hispanic market. Certainly common cultural values unify the country’s growing population of Hispanic consumers, but distinctive segments demand different strategies with regard to language, media and messages. …
